Mr. Roth will team with co-president and creative director Joe McDonagh.

The agency has 60 employees and handles Mattel's Barbie and girls' toys, Mag-Lite flashlights, and creative for Post children's cereals.

The shop, which failed to hold on to the Jaguar account, took a billings hit last year when computer anti-virus software marketer Symantec moved its estimated $20 million advertising account to WPP sibling J. Walter Thompson, Los Angeles.

Following the move, Ogilvy's former Los Angeles chairman, Jerry McGee, went with the account and took number of Ogilvy employees working on Symantec with him. Mr. McGee now heads JWT Los Angeles.

An Ogilvy spokeswoman said Mr. Roth will retain his former title and its duties, which include overseeing the Philip Morris Cos.' Kraft Foods and Miller Brewing accounts. Mr. Roth is expected to have offices in New York and Los Angeles.

Mr. Roth replaces former co-president Angus Fraser,who decided to return to England with his family, the spokeswoman said.